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MICHAEL ARNDT: I think as the storytelling evolves and
becomes broader, it gives marketers a bigger chance, a
broader canvas, if you will, to advertise in.
You're not limited now to just a single page in print as you
were 15 years ago, 20 years ago.
Obviously, we still want people to buy that single page
in print and actually buy them every issue.
But you can now buy ads that are linked
to the pop-up video.
You can now buy ads that are linked to a slide show, or to
a series of podcasts, or simply to the home page where
people are coming to see what's going on.
I've been editing our innovation and design
coverage, and this is a fabulous topic for a lot of
companies to associate themselves with.
Who doesn't want to be seen with innovation?
So it's become a way for us to generate some new revenue.
Again, that's not our principal effort here.
It really is driven editorially.
But we had published quarterly reports on innovation, we've
done it online even more frequently.
And it really has become a great tool, or a great venue,
an opportunity for advertisers to come seek us out.
One of the companies that has taken advantage of that, or at
least had until it changed its marketing approach
recently, was IBM.
IBM was one of the principal sponsors of a lot of our
innovation coverage.
Again, IBM I'm sure was thinking this associates us
with a topic that is positive.